Date of Award
Spring 2022
Degree Name
Bachelor of Science (BS)
Advisor(s)
Yuliya Komarova
Abstract
This thesis explores consumer responses to greenwashing, defined as misleading claims by companies about environmental practices, focusing on the role of environmental consciousness in shaping reactions. Analyzing responses from over 5,300 product evaluations, it investigates how consumers retaliate against perceived corporate dishonesty, particularly in terms of boycotting, advocating, or engaging in deviance like shoplifting. The study finds that consumer reactions vary significantly based on their environmental awareness. Higher awareness correlates with more active and severe responses to greenwashing, influenced by the consumer's knowledge and the perceived severity of the company's misconduct. The research underscores the importance of genuine corporate sustainability efforts, suggesting that misleading claims can severely damage a brand's reputation and consumer trust.
Recommended Citation
VanGostein, Joseph, "The Eco-Consumer Against Greenwashing" (2022). Gabelli School of Business Honors Thesis Collection. 40.
https://research.library.fordham.edu/gabelli_thesis/40
